Old Spice Mano a Mano in El Baño

Old Spice advertising campaign Mano a Mano in El Baño, winner of a Silver Integrated Lion at 2012 Cannes International Advertising Festival, pitted Isaiah Mustafa, the “Old Spice Guy”, against Fabio, “New Old Spice Guy”. The campaign, designed to rekindle the relationship between Mustafa and his fans, used a broad range of media to build interest in the online battle between the two. Craigslist/LinkedIn ads and PR influencer kits helped seed the back story. Four television commercials and a series of print ads launched Fabio’s campaign, pushing people to his Facebook page, Twitter handle, @fabiooldspices and Youtube channel. Additional video content provoking the Old Spice Guy was featured on Fabio’s YouTube channel, including a video challenging the Old Spice Guy to a digital duel supported by a Twitter-promoted trend. Finally, the battle came to life on YouTube, where fans voted for their expected winner. This was then extended to a variety of channels/communities, with subplots emerging on Facebook, Google+, Tumblr, Reddit and even a live appearance at a local news channel.

Old Spice Mano a Mano Winner


Old Spice Mano a Mano Poster

Old Spice Mano a Mano Poster

Old Spice Mano a Mano Poster

Old Spice Mano a Mano Poster

Old Spice Mano a Mano Poster

The campaign was created to ignite conversation and re-energize the fan base: • Over 700 million earned media impressions • 21 million YouTube views in 1 week • More than 78,000 ‘likes’ and comments on Facebook (up 211% from the “Response” campaign) • More than 64,000 mentions on Twitter, reaching over 98m users • More than 500,000 ‘votes’ and 53,000 comments on YouTube • 68,000+ new fans, followers and subscribers on Twitter, YouTube and Facebook • As a result, Old Spice now has more fans, followers and subscribers in social media than the US government, NASA, and the White House combined

Click on the image below to play the Mano a Mano in El Baño video in YouTube (HD)

Click on the image below to play the Challenge video in YouTube (HD)

Click on the image below to play the Challenge Accepted video in YouTube (HD)

Click on the image below to play the Challenge Begins video in YouTube (HD)

Click on the image below to play the Baño a Baño Part I video in YouTube (HD)

Click on the image below to play the Baño a Baño Part II video in YouTube (HD)

Click on the image below to play the Baño a Baño Part III video in YouTube (HD)

Click on the image below to play the Baño a Baño Part IV video in YouTube (HD)

Click on the image below to play the Baño a Baño Part V video in YouTube (HD)

Click on the image below to play the Baño a Baño Part VI video in YouTube (HD)

Click on the image below to play the Baño a Baño Part VII video in YouTube (HD)

Click on the image below to play the This Must End video in YouTube (HD)

Click on the image below to play the Farewell Fabio video in YouTube (HD)

Click on the image below to play the The Triumphant Return Part video in YouTube (HD)

Credits

The Mano a Mano in El Bano campaign was developed at Wieden+Kennedy, Portland, by group creative director Dan Wieden, executive creative directors Susan Hoffman and Mark Fitzloff, creative directors Jason Bagley, Eric Baldwin, Craig Allen, art directors Eric Kallman and Jimm Lasser, copywriters Michael Illick, Jarrod Higgins, David Neevel, Karl Lieberman, Brandon Davis, interactive producers Ann-Marie Harbour and Andrea Nelson, digital strategist Dean Mcbeth, motion designer Adam Sirkin, broadcast producer Lindsay Reed, executive producer Emily Fincher, account team leader Jordan Muse.

Filming was shot by director Craig Allen via Radical Media with executive producer Donna Portoro, producers Ben Grylewicz, Ann-Marie Harbour, Andrea Nelsen and Lindsay Reed.

Editor was Matthew Hilber at Joint Editorial with executive producer Patty Brebner.

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